From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands - Couverture souple

Chernatony, L.De

Couverture souple

ISBN 10 : 0750667494 ISBN 13 : 9780750667494

Editeur : Butterworth-Heinemann Ltd, 2006

Synopsis

The second edition of "From Brand Vision to Brand Evaluation" presents the reader with practical applications for brand enhancement that build upon the theoretical background outlined in "Creating Powerful Brands", a hugely successful text co-written by the author. The first edition has been used by marketing and brand practitioners, as well as students of marketing, around the world to help them understand and implement strategies to strengthen brands. The powerful model at the core of the book is based on wide consultancy and research with companies and provides a unique framework for brand management. It provides a flowchart for progressing the brand building process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context. The book provides an authoritative template for understanding the steps to maintaining, building and maximizing brand value. The best practice will therefore be allied to templates that allow people to undertake appropriate activity within their company.

A propos du livre

À propos de l'auteur

Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy.

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 2006
• Langue: anglais
• ISBN 10: 0750667494
• ISBN 13: 9780750667494
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible